Thu 10 Sep, 2015

The Four Key Principles Of Programmatic Marketing

In part one  —  Get With the Programmatic  —  we spoke about Programmatic in more general terms. Today we’re going to narrow the focus and dig deeper into four key programmatic principles. 1: REAL-TIME BIDDING (RTB) RTB is used for direct response advertising, where an online auction enables impression-by-impression bidding. This system places a focus on the true value of impressions, which are bought across multiple exchanges and Supply-Side Platforms (SSP). HOW DOES THAT WORK? You only bid on an impression that…

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Thu 3 Sep, 2015

Get With The Programmatic: A Basic Guide

If you are in or around advertising circles, you’ve heard the term “programmatic” at some point. Many “programmatic” conversations will consist of people nodding their heads knowingly, while thinking to themselves, “What the hell is programmatic?” This term is going to be heard more and more in the coming years, so if you have to know what it means (you do) then you might as well start today. Programmatic is a term that covers a variety of functions, but in…

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Fri 14 Aug, 2015

6 Of The Best Tips For Strategic AdWords Management

As digital marketers it’s hard not to click on a TechCrunch article about the latest big thing in Search marketing and start imagining what it means for our clients. Working agency-side, being at the forefront of the latest trends and what they mean is what we do and what our clients expect. But the best digital marketers will know that just because something is new, doesn’t mean it is the right solution to our clients’ needs or at least not…

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Sat 1 Aug, 2015

Why Specialist Digital Marketing Tutors Are Better

If you’ve ever been on a training you probably know that not all lectures are created equal. In fact, you can normally tell the difference pretty quickly. It’s not uncommon to have a tutor who is able to cover a range of topics and can answer 80% of the questions, but doesn’t have the extra depth of knowledge in the subject that really makes the biggest difference. They may be enthusiastic, charismatic and engaging but you’d trade those qualities in for that 20%…

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Wed 8 Jul, 2015

Changing Gears To Hatch Careers

It started with a common challenge for many companies — a lack of candidates with in-depth skills in performance marketing. We were struggling to fill roles at our last employer. We had the kind of knowledge we were looking for in new hires and also had a solid network of experts across the key performance marketing channels. Why was it so hard to source the right people? An idea sparked in our heads and we began sketching out the solution to the…

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Wed 15 Apr, 2015

The Programmatic Skills Gap: Why Talent Trumps Experience

Before we get going, we should settle on a definition of programmatic. Defining programmatic advertising is the subject of much debate, but for the purpose of this article, we will take it to mean digital media traded through software which automates at least part of the buying and/or selling and/or optimisation process. This probably isn’t perfect, but it will do for now (note to self: future article on the definition of programmatic) The rapid rise of programmatic advertising is changing the…

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Thu 2 Apr, 2015

Keeping Digital Marketing Skills Current Is Your Responsibility

Spend a few minutes surfing some respectable digital industry sites and it becomes clear; everyone’s talking about education. You can’t get away from it. Even the other night, I switched the TV on and Martha Lane Fox was talking about it on BBC1. The general gist of it is this; digital moves fast, so how do we make sure we keep up? At the moment it’s proving very difficult. And this applies to everybody; from users and consumers, to people…

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